Ambi Pur Car freshener- An Introduction.

The tradition of cleanliness and its association next to godliness is an integral part of the Indian life. This 'Indianness' that we carry is often to please others than the self- especially to the guests! Pleasant smelling environments are no more limited just to the houses. Everybody loves their cars to be as fresh as their homes. Odours that linger throughout, or a persistent stench that never leaves the car, not only adversely affects our mood, but also of our guests. Though we strive hard to keep the interiors neat, clean and odour free, the results are rarely satisfactory. With this in mind, P&G  experts have bottled the fragrance of freshness in the new Ambi Pur range of car fresheners!

The Ambi Pur Brand history:

The first Ambi Pur product was launched in 1958 in Spain, created by Javier Merelo de Barberá Sanroma under the umbrella of Cruz Verde brand.

Cruz Verde was acquired in 1970s by the US multinational- Syntex. Ambi-Pur differentiated from other Cruz Verde products and became a brand. In the late '70s and '80s the brand strengthening continued with new diverse products and target users.

In 1984, Sara Lee Corporation acquired Cruz Verde. It was the first brand launching a plug-in liquid air freshener, a toilet liquid rim block and a liquid air freshener for Cars. After West Europe, the brand expanded through East Europe, Asia, Japan and also in the US and Canada. Since 1990s to 2010, Ambi Pur has been among the top three leading air freshener brands in Western European countries.

Procter & Gamble now takes control of the Ambi Pur air care brand in India after the completion of a complicated three-way transaction involving the Godrej Group and Sara Lee. The world's largest maker of consumer goods completed the purchase of Ambi Pur in July 2010 for $468 million and the Indian leg of the deal is the logical outcome of this.

With this acquisition P&G became the #2 Air Care Company in the world. Ambi Pur also brings high-performance products and new technologies to our current Air Care portfolio, including car air fresheners, battery-powered air fresheners, toilet rim blocks and various non-energized air fresheners.

Product types:

Ambi Pur car freshener comes in 2 starter kit types. The new mini device costing around Rs.200 and the regular one at around Rs.250. Also the refill pack of 7 ml is about Rs.180. It is available in different fragrance variants viz. Sky Breeze, New Zealand Springs, Aqua, Lavender Spa, Vanilla bouquet and Pacific.